Stephen Colbert gives Amazon the finger

“I’m not just mad at Amazon, I’m mad prime,” said Stephen Colbert on his show last night.

That was just the first in a barrage of zingers against Amazon, which is currently in a legal battle with Colbert’s publisher Hachette Book Group over sharing profits. Colbert put Amazon and CEO Jeff Bezos on blast for what many see as bullying tactics to make Hachette titles difficult to order, such as eliminating discounts and delaying shipments. “If you ordered Hachette’s 21-Day Weight Loss Kickstart, by the time it arrives, you’re still fat,” Colbert joked. The rant culminated in Colbert pulling two middle fingers out of an Amazon package and declaring, “Watch out, Bezos, because this means war.”

Joking aside, Colbert is taking real action against the corporation by encouraging readers to slap “I didn’t buy it on Amazon” stickers on books. And after plugging debut novel California by Edan Lepucki, the title shot to number one at the indie bookstore Powell’s in Portland.